CONCEPTSYSTEM OF MODERN ENGLISH TOURISM ADVERTISING DISCOURSE

Abstract

The present research focuses on analysis of the tourism advertising discourse as an independent institutional type of discourse. The correlation of visual and textual means in tourism advertising discourse appeals to recipient’s positive emotions that allows the addresser to control post- communicative actions of the addressee. The topicality of the research lies in the necessity to present the discursive framework of the modern English tourism advertising discourse. The end-goal is to define main components of the cognitive domain of the English speakers as a structural framework of knowledge and ideas concerning tourism and advertising spheres and present them as a cognitive map. The goal can be achieved through the tasks aimed at defining and analysis of the typical and statistically significant correlations between autochthons that form the framework of the discourse and at cognitive mapping of the modern English tourism advertising discourse. The method of introspection helps to identify the national mentality peculiarities and reveal the discursive-significant implicit meaning and in our research, it is used to detect the main autochthons correlations (subordination, following-up, causing and exception). Cognitive mapping of the modern English tourism advertising discourse where autochthons and correlations between them are graphically fixed helps to specify the peculiarities of the cognitive mechanism of the analyzed discourse. The cognitive mechanism is characterized by a sound framework with situational awareness, discursive strategy and chronotope features. The interconnections presented in the cognitive map delineate the typical images of the English speakers about the advertised destination in the tourism sphere that are modelled in the consciousness as the components of the concept sphere of the modern English tourism advertising discourse.